The Moderating Effect of Perceived Benefit on the Relationship between Attitude and Actual Purchase of Herbal Product in Malaysia

This study examines the moderating effect of perceived benefit on the relationship between attitude and actual purchase. Mall intercept survey was used to collect data from six various states in Malaysia. A total of 473 respondents (about 82%) completed and returned the questionnaire. A seven point likert scale was used to measure responses. The data were analyzed using Partial Least Squares (PLS) path modeling (Ringle, Wende Becker, 2015). The path coefficient results supported the direct influence of intention on actual buying. Similarly, the findings reveal that perceived risk does not moderate the relationship between product safety and buying intention.